Disruption and innovation are driving (and are driven by) changes in customer expectations. Marketing now truly requires a holistic approach.
These points (and more) are made in an article by Marc de Swaan Arons, Frank van den Driest, and Keith Weed in the July-August 2014 edition of the Harvard Business Review.
You can find this article here: The Ultimate Marketing Machine.
There is a lot of management literature on organisational change and how to manage that process. The authors usually present some kind of model based around three stages (different models have different numbers of steps, but they generally boil down to these):
1. Gearing up for change
2. Making a change
3. Making the change stick
This isn’t really the best approach at the moment, given the pace and volume of change and disruption. Nowadays, it’s much more about having an organisational culture that’s open for change, values curiosity, and is constantly adapting and looking for opportunities.
Read the article by Neil Perkins on “Agile Strategy”:
Trends are as much about changes in human behaviour and attitude as they are about new technologies, so I would now like to focus in on what’s known as Generation C.
There’s little doubt that there is a difference in behaviours and attitudes between various generations, but lately there has been a recognition that these differences are not always driven by age and may be more about attitude and mindset.
This is the thinking behind Google’s identification of Generation C: The YouTube generation.
These people care about the 4 C’s of creation, curation, connection, and community.
You can find more information by reading this article and this research study.
Conventional wisdom is not always the best way to go to win in business. It is therefore important to run a rigorous cycle of metrics, hypothesis, experiment and action.
Avinash Kaushik calls the process moving from metrics to action the Lean Analytics Cycle. You can read the full article here.
Having looked at some potential sources and types of data and information to track digital marketing activities, now the big question is: which are most relevant to track a company’s goals? In other words, what are the most relevant KPIs for an organisation?
You can find some interesting insights in this article by Avinash Kaushik: Digital Marketing and Measure Model
If you want to learn about Digital Analytics fundamentals, check this video on Youtube.
This video is part of the Digital Analytics Fundamentals course on Analytics Academy. View the full course at http://analyticsacademy.withgoogle.com.
Today, successful brands understand that they need to create consistent, engaging content – hitting regular singles and doubles vs the “grand slam” that a viral video may or may not provide. It’s the adoption of this “always on” strategy that is successfully growing communities and generating earned viewership on YouTube.
Over the last year, YouTube has been sharing this strategy with brands. Their framework, the Hero, Hub, Hygiene approach, is a holistic video strategy that places an emphasis on the need for consistency.
You can read more about Hero, Hub and Hygiene content, together with a case study from Gillette, on Brendan Gahan’s website.